Attitudes and Motivation of Tourists Visiting Greece Toward the Mediterranean Diet.

Mediterranean Diet is globally recognized as a healthy eating model that relates to the cultural heritage of countries in the Mediterranean basin. The purpose of this study is to provide evidence of the relationship between attitudes, culinary motivation, and the intention to experience the Mediterranean Diet while visiting Greece. By implementing a quantitative, cross-sectional methodology, an online questionnaire was developed based on existing literature. Data analysis included descriptive statistics, inferential statistics, and regression analysis. To this end, data derived from a sample of 1,692 tourists revealed varying attitudes toward local food and gastronomy, along with heterogeneous culinary motives which influenced their intention to experience the Mediterranean Diet. Tourists who chose their destination based on food options and displayed a heightened interest and knowledge of food and gastronomy were more likely to experience the Mediterranean Diet during their stay. Health concerns and cultural experience emerged as the most significant motivational factors. Several actions are recommended to promote the Mediterranean Diet as a lever for culinary tourism. [ABSTRACT FROM AUTHOR]